The evaluation of the effectiveness of advertising in changing consumers behaviour – case study of Vita foam, Owerri

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Abstract

The evaluation of the effectiveness of advertising in changing consumers behaviour – case study of Vita foam, Owerri. This study was on the evaluation of the effectiveness of advertising in changing consumers’ behavior (A case study of Vitafoam Owerri) and examined some of the factors that help change the attitude or behaviours of consumers when they are faced with a new or an old existing product. The literature review was basically on theoretical framework, historical background and current literary meanings of advertising by different authors especially those writers who have written immensely on the topic or relevant to it. During the course of this work, the research design method used was survey method, while both primary and secondary sources of data collection were sued. The total population size of the company was 245 out of which questionnaires were drawn from 95 staff of the business organization that constituted the sample size. The sample size were drawn from the staff and customers of the company. The method used in the data presentation was simple percentage while chi-square (x2) method was used in testing the hypothesis, the findings were that vitafoam Owerri useds advertising as the key to change the behaviours of consumers and therefore recommend that vitafoam Owerri should adopt advertising as a tool that will help change the attitude of consumers which include billboards, posters, television, radio, magazines, newspaper etc in order to change their various behaviours.